6 Using Emotions and Scarcity Flashcards
Ch8
Scarcity
=
cognitive shortcut, something that was of no particular value, in the beginning, became highly desirable when its accessibility was of short durability
-> the rarer an item is, the higher its value
-precious mistakes = items with flaws that therefore deviate from the norm but at the same time hold extremely high value for collectors
-people are generally more motivated by potential losses than potential gains
TECHNIQUES:
-limited numbers = limited supplies for one product and that a constant availability cannot be guaranteed
-deadline technique =
temporal availability of an item, rather than its restricted quantity, deprived of the time to engage in a conscious, efficient analysis of the deal’s pros and cons
Ch8
Psychological reactance theory
=
whenever people are deprived of their freedom, they will react against this by wanting this freedom more than before
-Terrible Twos: children at the age of two first engage in reactive behavior, more contrary behavior and resistance to outside pressure, when babies first recognize themselves as individuals, resulting into a basic concept of autonomy, reactance seems like a mean to gather information, Children are testing their limitations concerning freedom
Ch8
Psychological reactance theory
Romeo and Julia effect
= impact of parental interventions on romantic relationships and the resulting psychological reactance in their teenage
- > more problems in teenage relationships, but also more love for each other and a higher desire to get married
- > parental interference was reduced, so did the feelings for each
- rebellion against restriction of freedom is the teenage years -> increased sense of individuality and autonomy
- traditional authority = counterproductive
Ch8
Psychological reactance theory Pt.2
-what we perceive is simply an increased desire to own these products. Unable to make sense of this, we ascribe more positive characteristics to those things we are deprived of
-Censorship: makes us want this information even more, it also leads to a more favorable position toward that information
-Official Censorship: banned political or sexual material,
piece of evidence is banned from court -> influences jury greatly
Commodity theory = information that is more exclusive because it can only be retrieved from one specific source for example, is rated as more persuasive
Ch8
Optimal conditions for the scarcity principle
- scarcity is more powerful in some situations than in others
- NEW SCARCITY = Instead of being exposed to two cookies right from the beginning, subjects were first presented with a jar of ten cookies which was replaced with the jar containing only two shortly before they had to try them
- opposite to new scarcity = constant scarcity
- revolutions are more likely to occur when a period of increased economic and social growth is followed by a slight decrease in these conditions
- COMPETITION: powerful motivator
Ch8
How can exploitation of the scarcity principle be prevented?
- rather examine our feelings that are triggered by the effect of excitement that scarcity produces
- feeling of inexplicable arousal as a warning sign
Art1
Fear appeal
-fear appeals are based on either legitimate concerns
or dark, irrational fears (prejudice)
-Fear appeals powerful because they channel out thoughts away from careful consideration of the issue at hand and toward plans for ridding ourselves of the fear
-
Art1
What are factors that make a fear-arousing appeal more or less effective?
-the more frightened a person is by a communication, the more likely he or she is to take positive preventive action
-principle of fear-then-relief =
arousal of fear and its subsequent relief distract attention from evaluating the request
-people who had a good opinion of themselves were the ones most likely to moved by high degrees of fear arousal
-people with low opinions of themselves are least likely to take immediate action when confronted with great fear, but after a delay, they react like high esteem people
-if recipients of a fear appeal perceive that there is no way to cope effectively with a threat -> bury head in the sand, even high self-esteem people
Art1
Fear appeal
Summary
Fear appeal is most effective when
- it scares the hell out of people
- offers a specific recommendation for overcoming the fear-arousing threat
- recommended action is perceived as effective for reducing the threat
- the message recipient believes that he or she can perform the recommended action
Example: War on drugs - offer them something to say yes
How legitimate is fear?
Art2
Motivational appeals
Motivational Appeals DEF =
external inducements, often of an emotional nature, that are designed to increase an individual´s drive to undertake some course of action
-External inducements = incentives that exist apart from the substance of the message itself -> alter people´s moods, feelings, emotions as a mean of persuasion
Art2
Emotional Marketing
- Attachment theory: people develop emotional ties to brands
- people buy for emotional reasons, then justify their purchases with logic
- emotional ads outperformed nonemotional ads
- emotions do not rule all our decisions
- highly involved receivers favor high quality arguments and evidence (central processing)
- when people agree with a message, they perceive it as rational, if they don’t, they see the message as emotional
Art2
Fear appeals
Fear level or Intensity
-the more fear- the more vulnerable the receiver feels and more likely to be persuaded
! for this general rule to apply -> several conditions must be satisfied - identified in the extended parallel processing model
Art2
Fear appeals
The extended parallel process model (EPPM)
when a message leads to fear, the person can respond in one of 3 ways:
- ignore message, believe he is not at risk (perceived vulnerability)
- perceives he is at risk, constructive problem solving (danger control)
- Fixating on fear (fear control) -> worrying about worry, denial, avoidance, panic
- perceived vulnerability and danger control = essential to a fear appeal´s success
- perceived efficiany = person´s belief that there is a clear course of action to avoid threat
- response efficacy and self-efficacy = important components of perceived efficacy -> if both are present, person is more likely to engage in danger control
Art2
Appeals to pity and guilt
- feelings of guilt made people comply
- guilt appeals should be designed to emphasise the positive self-feelings that come from doing the right thing, rather than focusing on further loss of face
- more feelings of guilt and sympathy if stigma was uncontrollable, more feelings of anger and reluctance if stigma was controllable
Art2
Humorous Appeals
Humor as an indirect form of influence
- humor tends to operate in a more roundabout manner = peripheral route to persuasion
- 2 well established ways in which humor assists persuasion = capturing and increasing liking
- social proof: laughter
Art2
Humorous Appeals
Humor and credibility
- humor tends to enhance perceptions of trustworthiness and goodwill but dimishes perceptions of expertise and competence
- increases perceived social attractiveness
- can enhance perceptions of communication competence or the ability to exhibit social know how in communicative situations
Art2
Humorous Appeals
Self-Disparaging Humor
- ability to laugh about one-self = friendly and good-natured
- self-disparing humor leads to lower ratings of speaker competence -> avoid self-disparaging humor if your credibility is low to being with
Art2
Humorous Appeals
Is humor persuasive?
humor enhances at least 2 measures of persuasion: attitude towards brand and purchase intentions
-sleeper effect = humor may grow on people over time, leading to more persuasion over time
Art2
Humorous Appeals
Maximizing Humor´s potential
- related humor, which integrates the humor into the content of the message
- add gravity towards end of humor-laden message - not all fun and games
- don’t overdo it
